B2B Marketing Trends 2024
As 2024 gets underway, we have been working with clients on their marketing plans and generating demand to get their businesses and products noticed in the ever-changing and competitive landscape. Through these processes we have identified what we think will really shape our plans – and the wider marketing world – over the next year. Do you agree with our take on these B2B marketing trends?
Gen AI (Yes, we really think we should start with this)
Since ChatGPT came into the fore in 2022, so much has changed for businesses and their reliance on Generative AI, including in future marketing plans. Utilising a GenAI strategy is going to be pivotal for moving forward, and if we don’t embrace it as companies working in the tech space, we will fall behind. But it’s about scaling at the right pace and level for you – which processes could benefit? Which are already performing well without? There’s no point in spending and overpromising. Our team can help with this and answer the questions on where to put AI to use in either content or processes. And remember, it’s not going away any time soon – a recent PWC report noted “that 84% of CIOS say they expect to use GenAI to support a new business tool”. Apple recently announced it was working on generative AI software features, and it looks set to be a tool that will remain in the future.
Website personalisation
Lead generation is all about giving that personal touch as we move forward. Gone are the days of cold calling – we need to get the right product in front of the right person.
We explore this with clients in many ways, but one of the biggest trends we’ve seen emerging in recent months is the ability to utilise B2B website personalisation.
What does this mean? Website personalisation offers the ability to change the view for your visitor depending on their location, industry, and demographic. If you have a product that works for multiple industries, then it’s a great way to focus on the decision-makers. For example, if you have someone from an accounts payable team for an insurance company looking to automate their systems, you could use the tech to show them the best use cases and products. We believe that personalisation will increase conversion rates to no end.
Keeping things human
Despite all this being said regarding AI, one of the biggest things to take forward this year and beyond is to remain authentic and think of exactly what the end user – this could be your client or their customer – needs. When we are devising client plans and content, the first thing we do is look at the language, breaking it down to ensure it is not overcomplicated, and, most importantly, tell the end user exactly what benefits they are getting from the service or system they are planning to work with.
Long live video
When working to put together our B2B marketing campaigns, we have to know what an effective way will be to get eyes on the product. We have been telling clients to embrace video content for a long time. There’s been an increased shift in the past year or so, as evidence shows video increases dwell time and traffic on the site and
can give a great ROI.
However, video content must be carefully planned and built into the wider brand marketing plan. Whether it’s a Q&A with an accompanying blog or a product showcase, it needs to be clear and concise, and overall beneficial for the end user.
Ensure your brand is seen by those actively seeking solutions in your industry. Increase awareness and visibility of your products and services across all digital platforms.